Midland Fire Direct Ltd

What Midland Fire Direct Ltd does

Midland Fire Direct Ltd is a UK-based fire detection specialist founded in 2016 and headquartered at Hawker Business Park, Loughborough. It operates as a Gent by Honeywell Platinum Partner and approved System Integrator - the highest tier of the Gent partner network - authorized to design, supply, install, commission and hand over Gent fire detection systems. Beyond the core Gent portfolio (Vigilon Plus, Compact Plus and Nano panels; S-Quad and S-Cubed field devices; S4 interfaces and manual call points), the company distributes the wider Honeywell fire portfolio including Morley-IAS panels, Xtralis VESDA aspirating smoke detection, Honeywell FAAST aspirating systems, and Honeywell flame detectors (FS20X, FS24X, FSL100). Vigilon Plus is certified to EN54-2 and EN54-4 and is built for Honeywell Connected Life Safety Services (CLSS) cloud diagnostics, while the Gent ecosystem's backwards-compatible loop protocol means older S-Quad and S-Cubed devices carry forward across panel generations.

The business model blends three revenue streams. First, trade supply of fire detection hardware from the Loughborough counter (1,100+ Gent, Morley, Xtralis and FAAST parts in stock with UK-wide same-day courier delivery on stocked items). Second, engineering services covering system design, installation by in-house engineers, on-site commissioning and full handover documentation. Third, long-term technical support and lifecycle services for commissioned systems. Sales are quote-based via phone, email ([email protected]) and the website request form, with a stated 4-business-hour quote response and trade pricing offered to other installers. The website functions simultaneously as a product catalogue, technical content hub (BS 5839-1 guides, flame detection, battery sizing, CLSS) and inbound lead generation platform.

Customers span commercial buildings, healthcare (care homes), education (independent schools, colleges), industrial facilities (fuel and chemical storage, aircraft hangars, waste and recycling) and other fire alarm contractors seeking trade supply or specialist Gent subcontracting. The company is privately held with 1-10 employees, founder/owner-operated, holds BAFE SP203-1 certification (BAFE Cert 102067, certifying body BSI), is FIA member, and operates UK-wide without disclosed external funding, M&A history or leadership changes.

Name

Midland Fire Direct Ltd

Legal name

Midland Fire Direct Ltd

Website

https://midlandfire.direct

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Midland Fire Direct Ltd is a UK-based Gent by Honeywell Platinum Partner and approved System Integrator that designs, supplies, installs, commissions and supports Gent fire detection, VESDA aspirating smoke, FAAST and flame detection systems for commercial, healthcare, education and industrial buildings, while also serving as a trade supplier with 1,100+ parts in stock at its Loughborough counter.

Ownership category

akta.pro rank

Product category

Fire Detection and Alarm Systems

NAICS

Architectural, Engineering, and Related Services (5413)

akta.pro primary industry

Fire Protection Systems Contracting (Sprinklers, Alarms, Suppression) (IMAFALAD)

akta.pro secondary industries

New Construction/Renovation Fire & CO System Design & Installation (HSAHAFAJ), Fire & Life Safety Code Compliance Inspections & Consulting (AHJ Support) (BPABAHAJ), Testing, Inspection, Maintenance & Compliance Services (NFPA/Local Code) (HSAHAFAG)

Keywords

• Fire detection systems
• Gent fire alarm installation
• Aspirating smoke detection
• Flame detection systems
• Fire alarm engineering services

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Fire detection equipment sales: Supply of Gent by Honeywell fire alarm panels, field devices, interfaces, and accessories as a trade supplier. The company holds 1,100+ Gent, Morley, Xtralis and FAAST parts at its Loughborough trade counter, available for same-day dispatch on stock items. Products are supplied to fire alarm engineering firms, installers, and maintenance companies across the UK.
2. Engineering services (design, install, commission): Full engineering lifecycle: system design (specification, cause-and-effect, loop loading, EN54 compliance), on-site installation by experienced engineers, on-site commissioning with Gent diagnostic tooling, and full handover documentation. Primarily focused on new builds and major refits as an approved Gent System Integrator and Platinum Partner.
3. Technical support and lifecycle services: Long-term technical support for commissioned systems — fault-finding, compatibility advice, engineering consultation, and panel upgrades. Ongoing support relationship with existing installations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Midland Fire Direct Ltd designs, supplies, installs, commissions and supports Gent by Honeywell fire detection and alarm systems for commercial, healthcare, education and industrial buildings across the UK. As a Gent Platinum Partner and approved System Integrator, the company holds 1,100+ Gent, Morley, Xtralis and FAAST parts in stock at its Loughborough trade counter, designs new installations and panel upgrades, and provides long-term technical support.

Product overview

Midland Fire Direct Ltd is a Honeywell Gent Platinum Partner and approved System Integrator offering a comprehensive fire detection portfolio. The core offering centers on the Gent fire alarm ecosystem — including Vigilon Plus (current-generation panel), Compact Plus, and Nano panels — alongside the S-Quad and S-Cubed addressable field device families that share a common loop protocol enabling backwards compatibility across panel generations. The portfolio extends to aspirating smoke detection (ASD) via Xtralis VESDA families (VLF, VEP, VEU, VES, VLC, VLI, VEA) and Honeywell FAAST FLEX systems, optical flame detection (UV, UV/IR, Triple IR) covering Honeywell FS20X, FS24X, and FSL100 ranges, and VRLA flame-retardant standby batteries (Power Sonic and Yuasa NP). The company also provides voice alarm systems and comprehensive engineering services including design, installation, commissioning, and ongoing technical support, all connected via Honeywell CLSS cloud services for remote diagnostics.

Differentiator

Problem solved

Functional benefit

Products and services

• Gent Vigilon Plus fire alarm control panel Current-generation analogue addressable fire alarm control panel from Gent by Honeywell, certified to EN54-2 and EN54-4, supporting up to 8 loops per panel with 200 addresses per loop, networkable with other Vigilon Plus, Compact Plus and Nano panels and built for Honeywell CLSS cloud diagnostics. Sold to fire alarm engineering firms, installers and end-customers carrying out new builds and panel upgrades.
• Gent Compact Plus fire alarm panel Small analogue addressable fire alarm panel within the Gent ecosystem for smaller-scale installations, sharing the same S-Quad and S-Cubed loop protocol as Vigilon Plus and Nano. For facilities with lower device counts requiring the same Gent loop ecosystem.
• Gent Nano fire alarm panel Smallest Gent fire alarm panel in the Vigilon family, designed for compact installations while retaining the shared S-Quad and S-Cubed loop protocol of the wider Gent ecosystem.
• Gent S-Quad combined sensor / sounder / VAD Combined sensor, sounder and Visual Alarm Device addressable on a single S-Quad loop, supporting up to 200 devices per loop using the Gent loop protocol shared across Vigilon panels. Backwards-compatible with earlier Vigilon, Compact Plus and Nano installations.
• Gent S-Cubed wall sounders and VADs Wall-mounted sounders and Visual Alarm Devices addressing through the same Gent loop protocol used across all Gent panels, enabling backwards-compatible device replacements on live installations.
• Gent S4 loop and mains-powered interfaces Door holders, plant shutdowns and third-party I/O interface modules in loop-powered and mains-powered variants for connecting AHU shutdowns, magnetic locks, door holders and external alarm relays onto the Gent loop.
• Gent S4 manual call points EN54-compliant manual call points for fire alarm activation within Gent fire detection systems.
• Gent S-Quad Self Test Automated routine testing capability for S-Quad sensors that reduces manual testing requirements on site, available on the S-Quad field device range.
• Xtralis VESDA aspirating smoke detection Aspirating smoke detection product family comprising VLF LaserFOCUS, VEP, VEU, VES, VLC LaserCOMPACT, VLI industrial and VEA addressable tubed sampling detectors, along with filters, sampling pipework, power supplies and interface cards. For server rooms, commercial, industrial and harsh-environment detection including pinpoint sampling on VEA.
• Honeywell FAAST aspirating smoke detection Honeywell FAAST range of aspirating smoke detectors including FAAST FLEX (single and dual channel variants, standard and addressable loop-connected), FAAST XM (8100) and FAAST XS (7100X) plus aspirator spares, datasheets and documentation.
• Honeywell optical flame detectors (FS20X, FS24X, FSL100) Honeywell FS20X multi-spectrum IR2/UV flame detector (Zone 1, 60m range), FS24X triple-IR flame detector for longest outdoor reach, and FSL100 series UV/UV-IR/IR3 detectors (Zone 2/22, 25-35m range), available in aluminium and stainless steel housings for industrial and hazardous-area applications.
• Flame detector test lamps and accessories Test lamps including FSL100-TL, TL-1055 (safe area) and TL-2055 (hazardous area), plus swivel mounts, sunshields, airshields and diagnostic kits for commissioning and maintaining flame detectors.
• VRLA flame-retardant standby batteries Sealed lead-acid standby batteries in flame-retardant cases including Power Sonic 4015-YFR and Yuasa NP ranges, catalogued with battery sizing guidance for Gent Vigilon Plus, Morley Horizon, DXc and ZXSe panels and voice-alarm PSUs.
• Voice alarm (PA/VA) systems Voice alarm and public address systems supplied as an alternative to traditional bells, enabling clear voice messaging during fire alarms.
• Design, install, commissioning and lifecycle support services Full-lifecycle engineering services for Gent fire detection systems: system design (specification, cause-and-effect, loop loading, EN54 compliance), full installation by experienced engineers, on-site commissioning with Gent diagnostic tooling and cause-and-effect programming, full handover documentation, and long-term technical support for fault-finding, compatibility advice and panel upgrades.

Quantifiable outcome

• Phased S-Quad detector replacement completed on a live 14-storey hotel (Leeds) with zero downtime and full recommissioning in 9 working days.
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• Gent by HoneywellcoreTechnology or IntegrationMidland Fire Direct is an approved Gent System Integrator and Platinum Partner — the highest tier of the Gent by Honeywell partner network. As a Platinum Partner, it is authorised to design, supply, install, commission, and hand over Gent fire detection systems. The partnership grants access to the full Gent product portfolio including Vigilon Plus, Compact Plus, Nano, S-Quad, S-Cubed, S4 interfaces and MCPs, alongside Gent technical support, diagnostic tooling, and CLSS cloud services.
• Xtralis (by Honeywell)coreTechnology or IntegrationMidland Fire Direct is a UK supplier of Xtralis VESDA aspirating smoke detection products — VLF LaserFOCUS, VEP, VEU, VES, VLC LaserCOMPACT, VLI industrial, and VEA addressable tubed sampling detectors — alongside filters, sampling pipework, power supplies, and interface cards. The company also supplies the full VESDA consumables range for service engineers.
• Honeywell Morley-IAS Fire SystemscoreTechnology or IntegrationMidland Fire Direct is a UK supplier of Morley-IAS fire alarm panels, including the Horizon, DXc, ZXSe, MAx, and Plus ranges, as part of the wider Honeywell fire portfolio. Battery compatibility is catalogued for Morley Horizon (NP2.8-12, NP7-12), DXc (NP7-12, NP17-12), and ZXSe (NP7-12, NP12-12, NP17-12) panels.
• Honeywell FAASTcoreTechnology or IntegrationMidland Fire Direct supplies the full Honeywell FAAST (Fire Alarm Aspiration Sensing Technology) range, including FAAST XM (8100), FAAST XS (7100X), FAAST FLEX (FLX-010, FLX-020, MI-FLX-010, MI-FLX-020), and aspirator spares. The company hosts FAAST datasheets, installation manuals, and operations & maintenance documentation on its website for engineers.
• Honeywell (Flame Detection: FS20X, FS24X, FSL100)coreTechnology or IntegrationMidland Fire Direct supplies Honeywell flame detectors — the FS20X IR2/UV (Zone 1, 60m range), FS24XP triple-IR, and FSL100 series (UV, UV/IR, IR3 for Zone 2/22) — alongside test lamps (FSL100-TL, TL-1055, TL-2055), mounts, sunshields, airshields, diagnostic kits, and electronics spares.
• BAFE (British Approvals for Fire Equipment)coreOthersBAFE is the UK certification body for fire protection companies. Midland Fire Direct is BAFE SP203-1 registered (Cert 102067; Registered Org 301876), certified by BSI, and lists BAFE registration as a trust signal on the website. The BAFE register is also used as a prospect-sourcing channel.
• BSI (British Standards Institution)coreOthersBSI is the certifying body for Midland Fire Direct's BAFE SP203-1 registration. BSI's certification verifies the company's competence in designing, installing, commissioning, and maintaining fire detection and alarm systems.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Walker Fire: UK fire detection and alarm systems specialist offering supply, installation, commissioning and servicing. Comparable B2B trade-counter-plus-engineering-services model targeting installers and end clients across the UK.
• Trinity Fire & Security: UK fire detection and security integrator delivering design, install, commissioning and maintenance across commercial estates. Operates as a specialist integrator in the same fire alarm install/maintenance space, with similar BAFE-registered positioning.
• Kirby Group (Fire & Security): Fire, security and life safety systems integrator with UK-wide engineering and maintenance services. Overlapping customer base and service scope in commercial fire detection installation and lifecycle support.
• TBA Fire Protection: UK fire protection contractor covering detection, alarm, suppression and life safety. Competes in the same design-install-commission-maintain fire detection segment, with comparable BAFE-accredited positioning.
• BBF Group (Fire Safety): UK fire detection and life safety systems specialist with design, installation, commissioning and maintenance offerings across commercial and industrial sectors. Directly comparable B2B service model and accreditation stack.

Broad incumbents

• Notifier by Honeywell (UK): Honeywell's alternative UK fire detection brand with ONYX and INSPIRE panels. Shares Honeywell as parent with Gent, making it the closest cousin brand within Honeywell's own portfolio and a potential substitute for specifiers.
• Johnson Controls Fire Detection (UK): Global fire detection incumbent selling Zettler and Tyco/Ansul products across commercial and industrial sectors. Competes for large UK fire detection tenders, often alongside broader building management scope.
• Siemens Smart Infrastructure (UK): Global fire detection and building systems incumbent selling Cerberus PRO panels and integrated building management. Competes for large commercial and industrial fire detection projects with broader portfolio depth but less Gent-specific specialism.
• Chubb Fire & Security (UK): Large UK incumbent fire detection, suppression and security provider with national service network and multi-vendor capability. Competes on UK-wide coverage and one-stop fire/security bundles where Midland Fire Direct competes on depth of Gent specialism.
• Advanced Electronics (UK): UK-headquartered fire detection panel manufacturer (MxPro, AxisPro, Go) competing against Gent for new-build and refurbishment specification in commercial, healthcare and education verticals. A potential threat to Gent share that directly impacts Midland Fire Direct's pipeline.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/midland-fire-direct-ltd

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Midland Fire Direct Ltd